FAKTOR-FAKTOR YANG DIPERTIMBANGKAN SEBAGAI GREENWASH DALAM PROPERTI
DOI:
https://doi.org/10.9744/duts.12.1.11-30Keywords:
Greenwash, Properti, Keberlanjutan, Klaim Yang Salah, Analisis FaktorAbstract
Greenwash dalam properti merujuk pada praktik bisnis yang menyesatkan tentang keberlanjutan dan ramah lingkungan untuk menarik konsumen atau pemangku kepentingan. Penelitian mengenai greenwash dalam industri properti masih jarang ditemukan, sehingga penelitian ini diharapkan dapat memberikan kontribusi terhadap literatur Indonesia. Tujuan penelitian ini adalah mengidentifikasi faktor-faktor yang dipertimbangkan sebagai greenwash dalam industri properti di Indonesia. Praktik greenwash dapat menyebabkan konsumen dan masyarakat sulit membedakan antara perusahaan yang benar-benar berkomitmen terhadap keberlanjutan dan yang hanya menggunakan taktik pemasaran menyesatkan. Data dikumpulkan melalui kuesioner daring yang diisi oleh 168 responden dari beberapa kota di Indonesia. Hasil analisis mengidentifikasi empat faktor penting sebagai greenwash: klaim yang salah, inovasi, risiko, keterbukaan terhadap masyarakat, klaim yang menyesatkan, dan kepatuhan terhadap regulasi lingkungan. Seluruh faktor tersebut memiliki korelasi sebesar 69.522%, dengan taktik greenwashing dalam pemasaran menjadi faktor yang paling dipertimbangkan (36.363%). Meskipun pengetahuan mengenai greenwash masih kurang, faktor ini tetap sangat dipertimbangkan saat memilih properti.
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